Measuring Orthopaedic Marketing Insights
If you and your doctors value real, tangible results, measurement must be fully integrated into your overall marketing strategy. With respect to execution, measurement needs to be defined up front as part of the plan, lest you arrive at the end of your efforts with no consistent and reliable data from which to evaluate and execute moving forward.
A vast majority of orthopaedic practices have little, if any, data tied to their marketing communication efforts; if they do, they are remotely tied to a targeted plan, specific campaigns, or individual tactics. Gauging whether results were truly generated—as well as what produced those results—becomes highly subjective. This puts a practice in a difficult position with bad results and in a bigger quandary if results are good. What produced the results? What should we continue? What should we stop doing?
Measurement takes time, money, and management to ensure you are measuring the right things correctly. It is also an all-the-time effort—to stop would hinder progress and momentum. Over time, you will realize that measurement becomes your most important asset in producing results. It highlights inefficiencies, leverages success, and gives your practice a competitive advantage over others that are guessing and managing activity.
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